VCCP wins July Thinkbox Award for Home Office 'Know Your Limits' campaign

31st July 2008

VCCP has won the July Thinkbox Award for its 'Know Your Limits' Anti-Binge Drinking campaign created on behalf of the Home Office. The campaign beat off competition from Persil's 'Roboboy' and Irn Bru's 'If' campaigns which came second and third respectively.

The winning campaign aims to tackle the growing problem of binge drinking among 18-24 year olds in the UK who are now drinking twice as much as they were in 1990. Following a brief that aimed to reduce the levels of binge drinking within this group, the campaign strategy is to make the audience consider their behaviour on a night out by posing the question, 'Would you do this if you were sober?'.

Two TV commercials, one aimed at men and one aimed at women, form the core of a multi-media campaign. Both films represent what initially looks like behaviour associated with getting ready for a night out, however as the films progress we see the actors are actually going through rituals associated with being drunk. The endline reads, "You wouldn't start a night like this so why end it that way?"

The winning films can be viewed at http://www.vccp.com/showcase/index.asp